Complimentary food and drink is the form of personalisation most desired by luxury hotel guests

Complimentary food and drink is the form of personalisation most desired by luxury hotel guests

Analysis of comments posted on Twitter and Facebook by guests of luxury hotels reveals that offering complimentary food and drink is the most desired way to personalise a guest’s stay. 40% of comments which discuss personalised experiences in hotels focus on food and drink.

In the competitive market of luxury hotels, personalising a guest’s stay and making them feel special can be a way to stand out from the crowd and drive repeat visits.  In previous analysis we showed that personalised service was a key driver of hotel loyalty. In this article we investigate exactly what personal touches are most desired by guests.
 
Our analysis of guests' comments about 25 different luxury hotel brands suggests that offering complimentary food and drink is the best way to personalise a guest’s stay. Guests say this effort makes the hotel seem “welcoming” and “thoughtful”. Other personal touches guests say they most appreciate are “surprise room upgrades” for those celebrating a special occasion and attentive staff who “remember names”.
 
Complimentary food and drink is the most effective way to personalise a guest’s hotel visit:
 
Hotel personalisation discussion by subtopic
 
Hotel personalisation discussion by subtopic
  • 40% of all guests' comments which discuss how a hotel has personalised their stay focus on food and drink: Guests frequently say “thank you” for “amazing treats” and “complimentary” refreshments which make the hotel seem “thoughtful” and “welcoming”
  • Attentive staff who make an effort to be personable also drive positivity: Staff who “remember names” and go “above and beyond” to make a guest’s stay “special” are frequently praised
  • Room upgrades drive 20% of discussion about how hotels make a guest’s experience special: Guests thank hotels for “surprise upgrades” and moving them to rooms with “balcony views” to celebrate special occasions like “anniversaries” and “honeymoons”

 

 

To learn more, contact WaveMetrix at info@wavemetrix.com

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